There’s a bit of a dust up happening around the Internet, as some folks are saying that many of the people in the video are more than craft beer drinkers, they are craft beer entrepreneurs. As many of these people are making (or trying to make) their living in the world of craft beer, their motives might not be purely about sharing their love of good beer.

My take on this is pretty simple: whatever. The folks who are in the industry are there because they fell in love with beer, and this is their opportunity to express that love. Sure many are trying to make a buck off of beer, but that doesn’t diminish their love of well crafted brews.

So really, the only thing that might be wrong is the title of the video. If it was called “I love Craft Beer” or “I am a Craft Beer Evangelist” I don’t think folks would have a problem. And even the way it is, I have no problem with it.

Check out the video above and let us know what you think in the comments. Does the fact that the folks in the video have financial incentive to promote craft beer diminish the message?

40 Comments on “Is “I Am a Craft Beer Drinker” Insincere?”

I love the video, and if anyone appreciates beer, it should be the people making it. I do not see it insincere at all. What, did they think that some people sitting around being bored would make a marketing campaign due to their love of beer? Please…that would take time away from drinking more beer.

I think the video is self serving, and not just a little hokey! It says nothing, stands for nothing, and really means nothing in the big scheme of things, so why make it? I think this is an attempt at monetization of the larger Craft Beer movement. It seems all very transparent.

I agree it’s self serving, just the same way that “I am a Craft Brewer” was, although I think that video was more powerful (not hokey) and it was original. It’s been copied several times, this being the latest ape of it.

I think the “I am a Craft Beer Drinker” is a harmless expression of a love for good beer. Of course the folks in it are all hustling to move product or get their faces known, but that doesn’t diminish their love for beer.

As for the comment about some of us hussling to get our faces known, well that is mere bullshit. Each person was approached because of their contribution to the craft beer community … we all didn’t get together and say “hey how can we become the most popular, awesome people in craft beer.” The video happened over a series of month and New Brew Thursday made it based on the people and resources available to them. A lot of it was filmed in SoCal cause that is where they are based. A large portion of it was filmed during the Craft Brewers Conference in Chicago cause a lot of us were there.

Frankly, the hate and criticism is rather unwarranted. None of us made any money from the video. None of us think we are cooler and more important than other craft beer drinkers for making this video. Why can’t you just see it for what it is instead of trying to over analyze it. Envy is not a very flattering look.

First off, it’s good to see you here Ashley. Secondly, I think any criticism that’s been shared here has been pretty mild. Overall, the response has been positive about the video, with most folks agreeing it’s an honest expression of love for good beer, if not a little derivative of the other video that came before.

I certainly don’t begrudge anyone for being in the video, and lots of folks who appear in it are people I have a lot of respect and admiration for. That said, let’s not pretend that most of the people who appear aren’t actively promoting themselves, their organizations or their breweries on Twitter, Facebook, blogs, etc. (just like Don and I do, BTW, so more power to you).

I’m sure that many of you saw an opportunity to be part of something that might get traction with beer lovers and get your “faces” out there in a positive, memorable way, while extolling the virtues of craft beer. It’s win-win. I would have been thrilled to be asked to be in it as well, for the chance to promote craft beer and also be part of something that helps legitimize us as a beer authority. That’s what I mean when I say self-serving – it’s really not meant as an insult, just an observation.

Now with all that said, I think you’ve overrated by calling everyone haters and assholes. Most have been positive here and don’t deserve to be called that. Maybe my brother, but that’s a given. 🙂

It wasn’t a bad video, but–as Jim said–since there are so many other typical videos, I found myself snoring a bit. Also, the same old “I’m the loudest most popular voice in the beer blogging world” folks were highlighted, it lost me a bit. Were I to make a video, I think I’d head on down to the local craft beer bar and capture those faces. But I didn’t make the video, so I’ll just thumbs up it as more good beer PR.

Insincere? No, I don’t think so but I partially agree with Don about the message. I mean, its preaching to the choir for the most part. I think if there were some big explosions or partial nudity (not of the dudes, thank you) the message would get through a little clearer. And replace the sappy music with Slayer.

-I’m a Craft Beer Nerd
-I have over 60 beers alphabetized in my garage.
-I talk in degrees plato and IBUs to people who really don’t care
-I’m passionate about the difference between Hallertauer and Hallerduaer hops
-Girls don’t talk to me, and when they do I pee myself a little bit

Love how the comments took this worthy post spiraling down, in flames, into the gutter. Jim, you really should do that video. Seriously. I bet you could find people to help. I bet it’d go more viral than the sappy original. Just make sure you do the pee thing too, that would be sooooo funny!!!!

I agree with Don and also thought it was a missed opportunity to do something creative. It was just boring and didn’t say anything. It certainly wouldn’t convert anyone to try craft beer, and even came off somewhat self-righteous. Oh well. Thought it might have been an ad for The Bruery. Next.

-I am a status beer douchebag
-An adman put this beer in my hand, and the BMW keys in my pocket
-I know nothing about beer, but this one comes in a special glass
-If I knew this was the Budweiser of Belgium I’d still drink it (as long as the ladies don’t know)
-I can afford all of this because I live in my parent’s basement.
-I am a status beer douchebag.

I understand the criticism that many of “us” in the video are also personalities in the industry — many work in the industry and/or desire to work in it. However, it is bullshit. Take me, a mere blogger who has been unemployed for over a year and I’ve spent every last penny of my savings to the point of living in poverty to pursue my passion for craft beer. Have I made a cent in the industry? No. In fact, I’ve spent thousands of dollars in the name of craft beer — buying beers, travel, my website etc… Yeah, I would love to make money in craft beer — but I didn’t sign up for this video because I was looking for a way to make a quick buck. I signed up for it because I truly believe every single word said in the video. And so does every single one of my colleagues.

There will always be haters. Especially, with really successful projects like this one. I encourage all the other craft beer enthusiasts in the world not to hate because they didn’t think of it first or they weren’t a part of the project. Just appreciate it for what it is and stop being assholes.

I think most of us put a lot more money into craft beer and get nothing in return, except for tasty, wonderful brews to enjoy and some cool new friends. Beer people are good people as Lee says.

Also, I don’t see the hate you’re talking about here. Most responses above have been pretty fair and positive (and some have been very funny).

The only criticism that might stick is that the video is a bit derivative, as it’s not the first clone of Greg’s “I Am a Craft Beer Drinker” video. And even that’s not a harsh criticism, merely an observation that this format has been done to death. I think most people believe it was an earnest attempt to share a love for good beer.